A Study of Company Branding based on the Type of Convergence Technology and Consortium of firms

Abstract

This study performed a practical analysis for domestic firms to analyze the situation that convergence technology contributes to the company branding the most effectively. As a result, in the case of Bio convergence technology, it had a positive influence on company branding by each firm’s convergence technology type, but in the case of Nano convergence technology, the effect of company branding in some parts was not found. In the case of IT convergence technology and different kinds of convergence technology, there was no meaningful relation to company branding. By consortium form firm’s convergence technology, when there is a consortium between company-academia and company-government, it shows that there was a partially positive branding effect. Lastly, as a result of analyzing the relation of company branding by combined situation that company’s convergence technology type and consortium form, in the case of Bio convergence technology, all consortium forms had a positive influence on company branding and in the case of Nano convergence technology, when there is a consortium between company-academia and company-government, there was a positive influence on company branding. In conclusion, all the parties, government,academic institutions and firms, should pursue an aim to support convergence technology.